The Masterbrand Mandate
The Management Strategy That Unifies Cimpanies and Multiplies Value
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Masterbrand Mandate by Lynn B. Upshaw
Book DescriptionAdvance Praise for The Masterbrand Mandate "The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy." -Bruce L. Claflin President and COO, 3Com Corporation "The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a 'now' book that anyone managing an organization should read." -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership "The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands." -Steven McMillan President and COO, Sara Lee Corporation "The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College "Lynn Upshaw and Earl Taylor have written an extraordinary blueprint for building a formidable enterprise-wide masterbrand. Every CEO-and everyone who hopes to be a CEO-should read this book." -Charles Brymer Group Chief Executive, Interbrand Corporation
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Book DetailsISBN: 9780471356592
(232mm x 162mm x 29mm)
Imprint: John Wiley & Sons Inc
Publisher: John Wiley and Sons Ltd
Publish Date: 22-Sep-2000
Country of Publication: United States
Books By Author Lynn B. Upshaw
Truth, Hardback (August 2007)
When it comes to the most effective marketing, it's not a company's slick package or sexy message that will ultimately win customers. The real truth is that a company's success lies in its ability to convey its integrity. Using real-world examples, this work offers a systematic approach for building customer loyalty and increasing market share.
Building Brand Identity, Hardback (July 1995)» View all books by Lynn B. Upshaw
Using a practical analytical approach, this timely work presents information and insights on the daily challenges brand managers face. Divided into two sections, the first emphasizes the need to understand customers and the current brand's assets before proceeding to refashion the brand's positioning and personality.
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Author Biography - Lynn B. Upshaw
LYNN B. UPSHAW is a leading brand strategist and corporate consultant whose clients have included a broad range of Fortune 500 and Internet companies. He is the author of Building Brand Identity (Wiley), and coauthor of a monthly online analysis of Internet brand building. EARL L. TAYLOR, PhD, is Senior Vice President of Research International/Cambridge, and a frequent advisor to major corporations on brand research and brand-building programs.
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